Using Behavioral Science in Marketing | Buch

Cover: 9781398606685 | Using Behavioral Science in Marketing | Nancy Harhut | Buch | Englisch

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Sprache: Englisch

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Beschreibung

Apply behavioral science techniques in key areas of marketing to drive consumer action for increased engagement and conversion rates.

Über den Autor

Nancy Harhut

Inhaltsverzeichnis

Chapter - 01: Emotional and rational elements in decision making; Chapter - 02: Conveying customer benefits through loss aversion and the endowment effect; Chapter - 03: Achieving urgency and exclusivity through the scarcity principle; Chapter - 04: The reciprocity principle and the marketing value of give to get; Chapter - 05: Social proof - Harnessing the power of people like us, and the people we like; Chapter - 06: Storytelling - Increasing consumer involvement and engagement; Chapter - 07: Autonomy bias - Harnessing the human need for control; Chapter - 08: Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect; Chapter - 09: Information gap theory - Prompting consumers to take action through curiosity and the need to know; Chapter - 10: Tapping into the authority principle to stand out and prompt responses; Chapter - 11: Choice architecture and status quo bias - How to use inertia to get things moving; Chapter - 12: Labeling and framing - Making people see things your way; Chapter - 13: Increasing action through automatic compliance triggers and reasons; Chapter - 14: Maximizing the impact of your marketing copy and language; Chapter - 15: Increasing desirability though triggering availability bias; Chapter - 16: Creating stand out marketing communications through context, rewards and unpredictability; Chapter - 17: Temporal discounting and temporal landmarks - The effects of time on behavior

Erscheinungsjahr:	2022
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	Einband - fest (Hardcover)
ISBN-13:	9781398606685
ISBN-10:	1398606685
Sprache:	Englisch
Einband:	Gebunden
Autor:	Harhut, Nancy
Hersteller:	Kogan Page Kogan Page Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	240 x 161 x 23 mm
Von/Mit:	Nancy Harhut
Erscheinungsdatum:	30.08.2022
Gewicht:	0,814 kg